Waxing isn’t just for the ladies, hair removal for men is growing in popularity.

If you think only metrosexuals, gay men, or triathletes would choose to go totally bare down there, think again. Hairlessness among men is surging in popularity for all types of guys, from straight to ultra conservative to liberal, according to a recent New York Times article. Men are losing it, from their chest to their nether regions.

“It’s definitely not just the downtown guys getting waxed anymore,” agrees Jennifer Pesce, hair removal expert for Shobha salons in New York City, who says the chain has seen a rise in male clients by almost 30 percent this year alone. “Guys are doing it not only because it makes them feel cleaner, but also for the illusion of the ‘optical inch’—by minimizing hair you maximize the appearance of other ‘parts.’”

Stars such as David Beckham and the Situation may be contributing to the male hairless trend all over the body. “There’s no question that I’ve seen a surge in men coming in for waxing by at least 25 percent in just the last year,” says Lidia Tivichi, a clinical esthetician who specializes in men’s grooming and founder of Maris Dusan Spa in New York City. “Besides waxes—aka: The Male Brazillian—popular areas for guys include feet and toes, butt, back, and chest.”

Another reason for the recent rise of manscaping? “More men are becoming open to getting waxed because their girlfriends and wives are encouraging them to clean up,” says Tivichi. “Usually men come back after the first time because waxing makes you feel more confident by eliminating a 5 o’clock shadow on your back or groin area, and helps relieve ingrown hairs caused by shaving. Plus, it saves time since you don’t have to shave daily, and eventually hair starts to grow back thinner so you don’t need to come in as often.”